But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time?

Its most recent political statement: it announced plans to hire 10,000 refugees following US President Donald Trump's enactment of a temporary travel ban targeting individuals from a number of predominantly Muslim countries.

But while a recent study (PDF) conducted by Bond Brand Loyalty and Visa found that these programs appeal to the majority of consumers, actually building loyalty requires more than just the launch of any old program.

After multi-state E. coli outbreaks infected dozens of customers, the high-flying American fast food chain fell back to earth and has been struggling to heal its brand and encourage consumers to stay loyal.

Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.

So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.

Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.